Engagement rate calculator

How to use it

1. Open the creator's profile and pick their most recent 10 to 12 posts. Skip pinned posts and anything that went viral, so one outlier doesn't skew the result.
2. Add up the likes, comments, shares and saves across those posts. Shares and saves are usually only visible to the creator, so ask for screenshots of their insights if you need them.
3. Enter the totals, the number of posts and the follower count. Add total views if you have them.

Followers or views?

Engagement by followers tells you how much of a creator's audience responds when they post. It's the number most people quote, and the easiest to compare between creators.

Engagement by views tells you how people who actually saw the content reacted. On TikTok, and increasingly on Reels, most views come from people who don't follow the creator, so this is often the better measure of whether their content lands.

What the number won't tell you

Engagement rate is a filter, not a decision. It won't show you whether the audience is in your market, whether the comments are real conversations or emoji spam, or whether the creator can make content that sells. For UGC ad creative, follower count barely matters at all: you're paying for the video, not the audience. More on that in UGC vs influencer marketing.